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Purpose – This study aims to explore the impact of electronic word-of-mouth (eWOM) credibility on purchase intention, with eWOM adoption and product attitude acting as mediators.
Theoretical framework – The research links eWOM credibility to consumer purchase intention, using the cognition-affection-behaviour (CAB) model. In this model, eWOM credibility represents the cognitive component, while eWOM adoption and product attitude represent the affective component, with purchase intention reflecting the behavioural component.
Design/methodology/approach – The study was based on 318 valid responses from Facebook users who completed a self-administered questionnaire. A structural equation model (SEM) was constructed using SmartPLS 4.0.
Findings – The findings indicate that eWOM credibility is influenced by the homophily of the source, strength of the argument and trustworthiness of the source, which ultimately affect purchase intention. Additionally, the study revealed that eWOM adoption mediates the relationship between eWOM credibility and purchase intention.
Practical and social implications of the research – The research adds depth to our understanding of the factors influencing consumer behaviour. It advances the literature on digital marketing and consumer behaviour by highlighting adoption as a key mechanism through which eWOM credibility translates into behavioural outcomes. The insights presented in the study offer actionable recommendations for improving eWOM. On a social level, by raising awareness of the factors that contribute to eWOM credibility, the study encourages broader conversations around transparency, digital ethics, and consumer empowerment in the online marketplace.
Originality/value – To the best of the author's knowledge, this is the first study to examine the interaction between eWOM credibility and its determinants (source homophily, argument strength, and source trustworthiness), as well as eWOM adoption and product attitude, within the CAB model framework.
Citas
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